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نتیجه جستجو - Business-to-business marketing

تعداد مقالات یافته شده: 10
ردیف عنوان نوع
1 Industrial marketing management: Bibliometric overview since its foundation
مدیریت بازاریابی صنعتی: مروری بر کتابشناسی از زمان تأسیس آن-2020
Industrial Marketing Management (IMM) is an outstanding journal in the field of business-to-business marketing. This paper focuses on this journal, with an extensive bibliometric analysis of IMM from its foundation in 1971 to 2017, the last year analyzed in this study. It identifies, among others, the annual evolution of publications, the most influential countries, the most relevant authors, the most prominent institutions supporting research, as well as the citations of IMM papers in major marketing, but also other, business and management journals. To do so, this research uses the Web of Science Core Collection and Scopus databases, and analyzes a wide range of bibliometric indicators, including the total number of publications and citations, citations per paper, the h-index, m-value and citation thresholds, and also develops a graphical analysis of the bibliographical material using the visualization of similarities (VOS) viewer software. Finally, by applying a cluster analysis by fractional ac- counting, this research identifies trends and proposes future topics and research lines, such as: trust, innovation, performance, relationship marketing, the future role of new technologies in industrial marketing research, online marketing and corporate image.
Keywords: Bibliometric analysis | Indicators | Industrial marketing | Web of science | VOS viewer
مقاله انگلیسی
2 Sustainability research in business-to-business markets: An agenda for inquiry
تحقیقات پایداری در بازارهای کسب و کار به کسب و کار: دستور کار تحقیق-2020
Corporate interest in the topic of sustainability has increased in prominence. Most of the research on sustainability has a business-to-consumer focus, with limited research emphasizing sustainability in the context of business-to-business marketing. The paper examines research on sustainability, published in the journal Industrial Marketing Management, where thirty-eight articles have appeared in the past twenty-seven years, the majority on supply-chain research. Research on sustainability in business-to-business markets is sparse, and some of the fundamental research questions in this area have gone unaddressed. This paper addresses three interrelated research issues associated with sustainability in business-to-business markets. First, what research is available to researchers and practitioners? Second, what framework can be used to examine sustainability research in business-to-business markets? Third, what subareas of sustainability research need focus and deeper examination, and what are the associated research questions? Overall, the findings from this paper suggest the need for additional research in the area because of its substantial implications for theory, research, and practice.
مقاله انگلیسی
3 Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis
Coopetition و COVID-19: استراتژی های مشارکتی بازاریابی از کسب و کار در یک بحران همه گیر-2020
Although coopetition (simultaneous cooperation and competition) should positively affect company perfor- mance, it is unclear how implementation of these business-to-business marketing strategies can take place during large-scale emergencies. Therefore, guided by resource-based theory and the relational view, this investigation examines how organisations have used coopetition to cope with the novel Coronavirus (COVID-19) pandemic. Key examples include retailers sharing information about stock levels, pharmaceutical organisations working together to develop a vaccine, technological giants collaborating for the greater good, and charities forming alliances for a joint cause. This paper strengthens the extant literature by highlighting the heterogeneity of coopetition strategies that firms can use within a global crisis. Practitioners must balance the risks and rewards of coopetition activities. In turn, they should decide whether to continue to cooperate with their competitors once the pandemic has ended, or resume operating under individualistic business models. This article ends with some future research directions.
Keywords: Coopetition | Coronavirus | COVID-19 | Business-to-business marketing
مقاله انگلیسی
4 Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee prefere
قطع ارتباط در کارکنان نمایشگاه های تجاری: مقایسه تأکید غرفه داران و ترجیح شرکت کنندگان-2020
This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.
Keywords: Trade shows | Exhibitions | Business-to-business marketing | B2B Marketing | Promotions
مقاله انگلیسی
5 Industrial marketing management: Bibliometric overview since its foundation
مدیریت بازاریابی صنعتی: نمای کلی کتابشناسی از زمان تأسیس آن-2020
Industrial Marketing Management (IMM) is an outstanding journal in the field of business-to-business marketing. This paper focuses on this journal, with an extensive bibliometric analysis of IMM from its foundation in 1971 to 2017, the last year analyzed in this study. It identifies, among others, the annual evolution of publications, the most influential countries, the most relevant authors, the most prominent institutions supporting research, as well as the citations of IMM papers in major marketing, but also other, business and management journals. To do so, this research uses the Web of Science Core Collection and Scopus databases, and analyzes a wide range of bibliometric indicators, including the total number of publications and citations, citations per paper, the h-index, m-value and citation thresholds, and also develops a graphical analysis of the bibliographical material using the visualization of similarities (VOS) viewer software. Finally, by applying a cluster analysis by fractional accounting, this research identifies trends and proposes future topics and research lines, such as: trust, innovation, performance, relationship marketing, the future role of new technologies in industrial marketing research, online marketing and corporate image.
Keywords: Bibliometric analysis | Indicators | Industrial marketing | Web of science | VOS viewer
مقاله انگلیسی
6 How to write up case-study methodology sections
نحوه نوشتن بخش های روششناسی موردی-2020
Business-to-business marketing academics study complex phenomena, aiming to describe these phenomena through theoretical frameworks, explaining the relationships among the frameworks constructs, and provide guidance and insight to decision-makers. Not surprisingly, often business-to-business researchers undertake qualitative case studies. In this editorial, we discuss what we believe could be reported in the write-up of a casestudy methodology section. In particular, we consider the issues of selecting cases; crafting instruments and protocols, entering the field; and analyzing the data. How to assess the validity and reliability of qualitative case studies is also discussed. We finish the editorial by examining three exemplar case studies that have been published in Industrial Marketing Management.
Keywords: Best practice | Case study | Guidelines
مقاله انگلیسی
7 Continuous improvement at Industrial Marketing Management: Suggestions from the Editorial Review Board
بهبود مستمر در مدیریت بازاریابی صنعتی: پیشنهادات از هیئت مدیره مجله -2018
We are very proud of the development of Industrial Marketing Management. As we have written in recent issues (see, for example, Di Benedetto & Lindgreen, 2018), the journal is widely recognized as the premier academic journal in business-to-business marketing, and its citation rankings and submissions continue to grow annually. But we are always searching for ways to improve our product, which we offer to our readers, as well as the process of providing timely review and publication of the best new articles in business-to-business marketing. In November 2017, we published an editorial on the future of Industrial Marketing Management (Lindgreen and Di Benedetto, 2017). In the spirit of continuous improvement of both product and process, we then contacted the members of the Industrial Marketing Management Editorial Review Board in early 2018 for their reactions to the article, and their thoughts and comments on the direction of the journal and their suggestion for further improvement.
مقاله انگلیسی
8 Customer reference marketing: Conceptualization, measurement and link to selling performance
بازاریابی مرجع مشتری: مفهوم سازی، اندازه گیری و پیوند به عملکرد فروش -2017
The use of customer references to facilitate marketing and sales in business markets has received growing inter est among practitioners and academics. The importance of references has been highlighted in a wide range of contexts, such as customer relationship management, customer value management, sales, and marketing com munications. Yet knowledge about the effective application of references in business remains scant, and studies have not addressed in-depth what constitutes customer reference marketing or studied its relation to firm per formance. This study contributes to this important but underdeveloped business marketing topic by 1) concep tualizing customer reference marketing based on theory and an extensive qualitative field study, 2) building a measure for the construct using survey data, and 3) demonstrating its relevance by linking the construct to firms selling performance with additional collected data. The results broaden and specify the current under standing of how to effectively deploy references in business markets and provide evidence of the hypothesized performance, as well as contingency effects. The established conceptual foundations for the phenomenon provide substantial opportunities for practitioners and theory-testing oriented business marketing research.
Keywords: Customer reference marketing | Business-to-business marketing | Selling performance | Mixed-method research | Measurement development | Resource-based view
مقاله انگلیسی
9 پیچیدگی وضعیت فروش و عملکرد Lead (لید) فروش: مطالعه ای تجربی در کمپانی بنگاه به بنگاه
سال انتشار: 2015 - تعداد صفحات فایل pdf انگلیسی: 10 - تعداد صفحات فایل doc فارسی: 34
تعامل نزدیک در روابط بنگاه به بنگاه تبدیل به علاقه ای هم برای محققین و هم برای مدیران شد؛ با این وجود، کمپانی ها معمولا در تکاپوی بدست آوردن مزیتهای همکاری نزدیک با مشتریان شان هستند. تحقیق ما پیچیدگی وضعیت فروش را از سه دیدگاه بررسی می کند 1) پیچیدگی رابطه ای، 2) پیچیدگی وظایف فروش داخلی و 3) همکاری واحد cross-business فروشنده، و تاثیر آن بر عملکرد لید فروش در زمینه بنگاه به بنگاه. ما ترکیبی از این رویکردها را پذیرفتیم؛ داده های ما متشکل از مصاحبه هایی با پرسنل فروش و اطلاعات سیستم مدیریت ارتباط با مشتری (CRM) 4000 فروش است که از کمپانی IT بزرگی سرچشمه گرفته که راهکارهای ترکیبی می فروشد. لیدهای فروش به سه دسته تقسیم می شوند: پیروزی، شکست، و کنسل شده. بر اساس تحلیل پسرفت لجستیکی چند جمله ای، نتایج نشان می دهند که همکاری نزدیک با مشتریان احتمال لیدهای فروش را به کنسل شدن افزایش می دهد. یافته های ما حاکی از آنند که روش فروش با تمرکز بر همکاری نزدیک با مشتریان ممکن است به دلیل مقدار بالای ممکن لیدهای فروش کنسل شده، روشی برای افزایش نرخ های رجوع نباشد. این باید زمانی در نظر گرفته شود که عملکرد فروشنده در محیط بنگاه به بنگاه با همکارای بالایی سنجیده شود. ما مقاله مان را تاثیرات مدیریتی و تئوریکی، و مسیرهایی برای تحقیق آینده به پایان می رسانیم.
کلمات کلیدی: عملکرد فروش | مدیریت فروش | بازاریابی بنگاه به بنگاه | رگرسیون لجستیک | روش ترکیبی
مقاله ترجمه شده
10 اثرات پویای چرخه های تجاری بر روابط تجاری
سال انتشار: 2012 - تعداد صفحات فایل pdf انگلیسی: 15 - تعداد صفحات فایل doc فارسی: 23
هدف- هدف این مقاله شناسائی تاثیرات چرخه های تجاری بر روابط صنعتی تجارت با تجارت(b-to-b) در صنایع بسیار سبک است.
طرح/ روش شناسی/ دیدگاه - این مقاله مطالعه موردی دقیق Outotec plc ، ارائه دهنده برجسته تکنولوژی برای صنایع فلزات و معادن است.
یافته ها- این مطالعه تغییرات رابطه تجاری همانند غلبه بین بخش ها و ماهیت تعاونی و رقابتی تناوب رابطه را طی یک چرخه تجاری شناسائی می کند.
کاربردهای عملی- این بررسی روشهای معتدل سازی اثرات چرخه های تجاری را در صنایع بسیار سبک از منظر یک ارائه دهنده تکنولوژی مبتنی بر پروژه شناسائی می کند.
اصالت/ ارزش- در حالی که تعداد زیادی پژوهش اقتصادکلان در مورد چرخه ها و بررسی هائی نیز در مورد چرخه های تجاری ویژه صنعت ( صنعت- ویژه) وجود دارد، این مطالعه نمونه نادری از تحقیق ویژه کمپانی بر ابقای چرخه های تجاری است.
کلمات کلیدی : چرخه های تجاری | تجارت پروژه | مدیریت رابطه | محیط تجاری سبک | بازاریابی تجارت با تجارت.
نوع مقاله: مقاله پژوهشی.
مقاله ترجمه شده
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